Apple Watch Sales Online Only During Launch

By Jeff Gamet

Apr 9th, 2015 8:59 AM EDT

If you're thinking about visiting an Apple Store on April 24 and walking out with an Apple Watch, think again. You can try on Apple's brand new smartwatch, but all sales will be handled online through the company's website.

Want an Apple Watch? You'll have to buy it online

Apple said it expects demand for Apple Watch will surpass availability, so the only way you'll be able to buy an Apple Watch—at least for now—is online.

Based on the tremendous interest from people visiting our stores, as well as the number of customers who have gone to the Apple Online Store to mark their favorite Apple Watch ahead of availability, we expect that strong customer demand will exceed our supply at launch. To provide the best experience and selection to as many customers as we can, we will be taking orders for Apple Watch exclusively online during the initial launch period.

The company isn't sayting how long that "initial launch period" will last.

Apple Watch pre-orders are set to start at 12:01AM pacific time on Friday, April 10. You can also pick a time to try on a watch at your local Apple Store.

Apple Watch pricing starts at US$349 and tops out at $17,000. In-store purchases were scheduled to start on April 24, but now that looks like it'll only be pre-order delivery day.